"Big data analytics" and "actionable insights" are two phrases one is likely to encounter when reading an article packed with laudatory comments regarding information analysis. 

Misrepresenting sophistication 
Their prevalence has caused many business professionals to write the technology off as just another piece of software supported by ambiguous buzzwords. Such articles discredit the value in using retail analytics, when in fact such technology supports the following trends:

• Personalization: When an algorithm notices a person has purchased a pull-up bar, a yoga mat, and a set of 15-pound dumbbells, it not only deduces that the customer is interested in fitness, but that he or she engages in endurance and flexibility training. As a result, the solution will recommend a medicine ball and an abdominal wheel.
• Location-based inventory: While it's assumed people living in northern Idaho are more likely to purchase four-wheelers than people in New York state due to the latter region's dense population, analytics may show something different. While people residing in NYC, Albany, Syracuse, Rochester and other metropolises will probably refrain from purchasing quads, those in the Adirondacks may elect to buy such vehicles. While humans assume, software ascertains. 
• Customer service: Sensors connected to complex analytics programs can distinguish browsing behavior from knowledgeable shoppers based on the way customers move within a store. While someone moving slowly down an aisle may be "just looking," a person walking fast likely knows what he or she wants. 

For broad-stroke analytics endeavors, the kind that involve a merchandising outfit transforming its operations to achieve strategic growth, careful planning and organization is needed. IEDP noted the conclusions of Galit Shmuéli, a professor at the Indian School of Business who maintained executives shouldn't expect to encounter flawless processes. 

"The Internet is filled with a lot of emotional people, and there are many who use social media platforms to express those feelings," said Shmuéli, as quoted by the source. "Managerial support must extend to allowing failures, as long as they result in lessons learnt."

Of incredible value 
Merchants are recognizing the success of retail customer intelligence deployments and other such solutions. According to a report conducted by MarketsandMarkets, the retail analytics market is anticipated to increase from $1.88 billion in 2014 to $4.4 billion by 2019.

One of the main reasons why such technology is being valued so highly is because cybercrime and other forms of theft have become more prevalent in the industry. It is believed data analysis will reveal ways in which such deviant behavior can be deterred. 

Although many merchants have struggled to liquidate excess stock, consistent sales improvements are mitigating the issue.

When merchants took to their retail inventory management solutions before last year's holiday season, they realized they may have ordered more materials than they needed. The post-recessionary economy has given birth to a breed of shoppers that exercise caution, especially during times when spending is at its highest.

"Out of stock" becoming regular?
However, this may not be the case when December arrives. Forbes noted a report conducted by Credit Suisse, which monitored apparel inventory levels from September 2013 to August of this year. The study discovered stock growth is expected to be tempered due to more frequent shopper activity.

"As a result, we believe that a nine-month period of excessive markdown activity and margin degradation for [the retail industry] is coming to an end," maintained Credit Suisse, as quoted by the source.

Credit Suisse discovered apparel merchandising is expected to improve across the board. Even Walmart, a company that has struggled to sell clothing and footwear for quite some time, is in the best position to advance in this area. Specialty brands such as shoe sellers and athletic apparel distributors are predicted to encounter a favorable environment. Merchants catering to the needs of teens are already seeing sales increases

What are the challenges?
It's possible some retailers may acknowledge the intelligence presented by Credit Suisse and disregard it as a particularly optimistic take on the situation. While this may true, it's important for merchants to leverage data analysis programs and correlate them with Credit Suisse's conclusions. This will prevent them from ordering too much or too little inventory once the holiday season unravels.

Setting a good example
Automation and centralization are also key for apparel merchants to oversee stock liquidation and avoid shortages. Retail Info Systems News reported Talbots replaced its legacy inventory management and customer intelligence systems with a revamped software solution that tracks every item that flows through the distribution channel.

The system allows Talbots to process every transaction, whether online or in-store, in real time, which in turn produces a holistic view for decision-makers to capitalize on. For example, if the merchandiser discovers a store in Atlantic City, New Jersey is selling more long-sleeved shirts than an outlet in Newark, Talbot​s' logistics chain can redirect more of these items to the Atlantic City store.

It's this kind of flexibility merchants need, especially during these volatile economic times.

While much attention has been given to Generation Y and today's millennials, those participating in the retail industry are beginning to wonder what Generation Z will mean for the sector.

Who are they? 
Forbes categorized Generation Z as those who are age 17 and under, or anyone born after 1997. The magazine maintained that while GenYers have a more positive, optimistic view of the world around them, GenZers are the realists of the current age. 

This attitude makes sense, as these soon-to-be consumers grew up in a post 9-11 world in which discussions of ubiquitous surveillance and seemingly endless war are both a part of normal life. They've been hardened by frequent reports of school shootings and gun violence. 

The economics of GenZers
Not to mention, many GenZers belong to families that were profoundly impacted by the onset of the Great Recession, suggesting a preference for financial security and the need to "buckle down" during hard times. What it also means is that GenZers are cognizant of just how volatile the economy can be. 

Forbes noted this environment has prompted this generation to be much more careful with how they spend capital. They've witnessed parents lose jobs and older siblings entrench themselves in debt, and they want to avoid this situation. The source noted 57 percent of GenZers between the ages 13 and 17 asserted they would rather save money than immediately spend it, and many maintained they'll weigh the costs and benefits of attending college. 

What it means for retail 
Retail merchandising is subjected to a class of consumers who research items before they buy them. While millennials subscribe to this behavior, making sure an investment is worth it is practically ingrained in the subconsciousness of a GenZer. 

In this regard, something interesting is happening. Business Insider noted GenZers that shop for goods often spend more money online than they do in-store. Why is that? There are a couple of likely possibilities: 

• GenZers are suspicious of salespeople on the floor who are paid to sell them products and therefore conclude that their opinions on products are biased. 
• GenZers know they can return items even if they're purchased online. 
• Having been born literally during the Internet boom, they know how to find thorough information regarding items as quickly as possible, whether that be through forums, blogs, their friends, etc. 

Above all, it must be noted this particular age group will avoid being financially cheated at all costs. The mentality is this: "We're not going to make the same mistakes our predecessors did."

It seems today's shoppers are always searching for a bargain. While many choose to visit discount retailers, some consumers have associated such enterprises with low-quality items.

While this may not always be true, the perception still persists, which has caused people to leverage coupons. While some are cut out of a magazine or booklet, others are delivered through email. 

Why bother with coupons?
At face value, it doesn't make sense for a merchant to offer shoppers 20 percent savings on a pair of shoes or 15 percent off a book about the Democratic Republic of the Congo. However, retail customer intelligence tools have shown that providing people with coupons improves customer retention enormously. 

Businesses aren't necessarily distributing these coupons at random – they're providing discounts to people who have purchased goods from their outlets and ecommerce stores in the past. Experienced merchants are cognizant of the fact that it costs more money to aggregate new business than it does to retain old.

An omnichannel angle 
Integrated Solutions for Retailers noted a study conducted by Forrester Research, which is comprised of thorough surveys with 500 consumers who used digital coupons over the past three months. The organization made the following discoveries:

• More than half (59 percent) of participants noted that digital coupons and coupon codes were likely to have a profound influence on their purchasing decisions
• The majority of respondents redeemed digital coupon codes within three days of receiving them
• One-third of consumers surveyed used coupons immediately after receipt
• More consumers are using smartphones and tablets to redeem digital coupons
• Just under three-quarters (68 percent) of participants maintained that coupons greatly influence their loyalty

Whether online or in-store, coupons are ubiquitous. Due to the fact that mobile involvement is growing more prevalent, retailers need to ensure their POS software deployments can register coupons sent from smartphones and tablets. Scanning codes at an in-store checkout kiosk should be another convenience offered to consumers. 

Where is coupon use the highest? 
Apparently, Pennsylvanians, particularly those living in Pittsburgh, take advantage of coupons quite a bit. Pittsburgh Business Times noted the city ranked seventh on the Forrester survey of nationwide cities' digital coupon use. It also noted leveraging such discounts increased 15 percent from last year. 

Other metropolitan areas that ranked in the top 10 slots were New York City, Boston and Baltimore.

The better merchants accommodate bargain-hunters, the more loyal their customers will be. 

In response to The Great Recession, coupons became one of the most popular retail customer trends at the time. Although the economy is gaining traction, many people still exercise this practice to scale back on basic expenses and purchase their favorite products at a discount price. 

Those who are heavily engaged in couponing pay attention to timing, ways to double up on discounts and loyalty programs. Such a practice drives item liquidation and can be a boon to merchants looking to get excess inventory out of warehouses and in the hands of consumers.

Merging trends 
Mobile commerce is one of the most popular consumer shopping practices to date. According to Mobile World Live, the success of an e-commerce operation partly depends on how well a website integrates with smartphone and tablet technology. Usability isn't the only important factor – merchants need to make sure their mobile suites contain the same offers and features a shopper would find if they were to visit their online platforms through a desktop. 

For example, an organization could leverage retail point of sale software that allows consumers to take pictures of physical coupons and load them onto the website from anywhere, anytime. However, the digital age has created an environment in which merchants can now send emails to loyal customers containing discount offers. Synchronizing these promotions with a consumer's online account will enhance the ability to finalize transactions on his or her smartphone. Such a tactic will also give the sanctioning retailer appeal over competitors that do not provide people with the same level of service. 

Scrutinizing behavior 
James Bickers, a contributor to Retail Customer Experience, noted that merchandisers should make sure that couponing doesn't get ahead of them. He cited an instance in which a woman received $90 worth of goods from a pharmacy for $5. He even maintained that some coupon pushers are so good at what they do, they actually get the bill down to a negative number. 

Bickers pointed to a major flaw in many retailers' POS software. If a register can't accurately process the discounts logged into a seller's system, then it could result in grievous losses. Ceasing to offer consumers the chance to save money at the till isn't the answer, but getting a better handle on technology is imperative if merchandisers want to turn a profit. Investing in the appropriate software shouldn't be treated as an option, but as a priority.

A good content marketing strategy can help increase site traffic for any online retailer, but if the content does not live up to its potential, you won't see the highest possible return on investment. Content marketing can be a great way to gather more information regarding retail customer intelligence, allowing you to hone your strategies even further.

Relevancy
The quality of your content is perhaps the most important area of focus. Having a blog loaded with keywords and links might help you see a boost in unique site visitors, but if the content is not interesting or relevant, the rate of conversion from visits to sales will suffer. It can be effective to blend relevant industry news with product information and brand-specific updates. For instance, an auto parts store can post how-to articles for basic maintenance as well as lists that feature the best tools or parts available through the retailer. It's important to stick to your niche, as trying to cover too many topics can take the steam out of this strategy's sails. 

Design
Your blog should blend seamlessly with the rest of your site. Econsultancy reported that the blog should be easily accessible from the main site and feel integrated with the page. If your blog looks completely different than the rest of the site design, it may be off-putting or appear unprofessional, which will have a negative impact on its effectiveness. You should also ensure that site visitors can easily navigate back to the main site, as the source pointed out that this can be an area of frustration for online shoppers.

Delivery
You need to strike a balance with your content delivery. The amount of content you're creating as well as the time of day it gets posted can make a difference. When it comes to social media platforms such as Facebook and Twitter, most content strategists recommend sticking to two or three posts daily, and pushing them live in the early afternoon and early evening to reach the widest audience. If you go overboard sharing photos and links, your audience may quickly grow tired of the barrage of posts and unfollow your pages or be swayed away from making purchases. Too little content and you'll risk being forgotten.

Engagement
When you engage your audience, you can increase the odds that they will click through to your site and make a purchase. Posting photos and having consumers vote for their favorites or write their own captions, especially if you offer a prize like a discount or coupon, can be a great way to get people talking about your brand.

Mobile technology has become a major player in recent years, and it has had a lasting impact on the retail sector. However, recent reports have shown that while consumers are using their smartphones and tablets to research purchases frequently, the rate of people actually buying goods with these devices is much lower than many may think. Better understanding how people are interacting with retail stores through various channels can help merchants develop more effective marketing and sales strategies and make it easier to choose the right ecommerce software for their needs.

Mobile purchasing still lagging
A Gallup poll conducted in March 2014 revealed that most consumers prefer to purchase big ticket items worth at least $50 in-store (60 percent) or through a computer (34 percent). Only 4 percent of shoppers who participated in the survey said they had spent $50 or more using their mobile devices, whether through the retailer's website (3 percent) or mobile app (1 percent).

While purchasing through mobile channels may not be the most prominent path to the point of sale, the lower numbers suggest that there is room for improving the mobile shopping experience. For instance, the Gallup poll revealed mobile technology led to more brick-and-mortar shopping for 22 percent of survey participants.

Mobile ecommerce strategies to boost sales
Retailers with physical locations may want to capitalize on this by focusing on multichannel marketing strategies. Retail Week pointed to click-and-collect as a rising trend that retailers may want to explore. This service allows consumers to select and buy items online through their mobile device or computer. The purchase is then made available at a local brick-and-mortar location where the shopper can easily pick it up.

Retailers can also consider developing mobile-friendly websites with secure POS software that could give consumers the confidence to make larger purchases on their phones and tablets. A better mobile site experience could increase brand recognition and loyalty. According to Gallup's survey, when customers are more invested in and engaged by a brand, they tend to spend more with that retailer. Fully engaged shoppers spend about 23 percent more than the average customer. By focusing on the user experience, offering an intuitive mobile site design and increasing security at the point of sale, retailers may see a rise in mobile sales.

The fact of the matter is that mobile technology is here to stay, and while there are still kinks to be worked out in terms of mobile retail, merchants that focus on improving their mobile shopping experience will be able to stay at the forefront of this developing consumer sector.

There are so many ways to integrate technology into brick-and-mortar stores, but that doesn't mean that every option is appropriate for every business. Your target audience should dictate the approach you take to enhancing the in-store shopping experience. Appealing specifically to your key demographic can strengthen your brand's reputation and encourage shoppers to come through your doors. Whether you're focusing on the point of sale experience, the store layout or customer service offerings, certain technologies could prove more useful than others.

Children
When you provide goods or services for youngsters, you may want to focus on the overall experience of shopping. For instance, you could set up interactive displays that engage children while they are in the store. Parents will also likely appreciate the ability to purchase their items quickly and easily, as maneuvering in a long line with kids in tow can be stressful and may even lead some to abandon their purchases. POS software that can expedite the payment process and help customers get on their way faster could increase sales.

Young adults
The millennial generation, born between 1980 and 2000, is a demographic used to seeing technology in most every facet of life, so incorporating a digital experience into a brick-and-mortar store that caters to this group could prove beneficial. According to SFGate, millennials spend roughly $200 billion annually in retail, and they're also very tech-savvy. Omnichannel strategies, such as retail management software that creates a seamless shopping experience between online and in-store, could encourage shoppers to visit stores and spend more. 

Giving customers access to retail technology, such as tablets that allow them to easily look up product information and reviews, can bring foot traffic through the door. This generation may be more inclined to use digital wallets than pay with cash or credit cards, so POS software that can accept a variety of payment methods could also prove lucrative.

Older adults
Just because millennials may be more comfortable with technology doesn't mean older adults will shy away from it. However, retirees and middle-aged shoppers might appreciate a more human touch in a shopping experience that gives them a personalized experience. Retailers can consider equipping their staff with mobile devices so they can more easily assist shoppers in finding out about various products. 

These examples may not work in every setting, but by trying new online strategies and store merchandising techniques, businesses will be able to get a clearer picture of the best options for their store experience.